Product Marketing Manager

Roles and Responsibilities

• Be responsible for go-to-market planning and execution for a range of products.
• Lead on content dissemination planning, campaign development, and planning for product launches.
• Develop compelling messaging and positioning that emphasizes business value and connects with target audiences throughout the buying journey.
• Conceive and execute customer base communications and marketing programs to upsell and cross-sell into our large base of customers.
• Collaborate with demand generation teams, utilizing data and insights to create and improve strategies that drive traffic to our content, optimizing marketing funnels.
• Work with teams to plan events, webinars, and support paid and social media promotion.
• Coordinate PR/AR with the Comms manager.
• Create and publish content (online and print) in line with marketing plans to deliver on campaigns.
• Monitor the competitive landscape to define product positioning that differentiates.

The successful Marketing Manager will have:

• A minimum of 5 years in a Product Marketing function focused on enterprise software; SaaS experience preferred.
• Knowledge of workflow and process automation, case management, and no/low code application development.
• Knowledge of enterprise content management/content services would also be ideal.
• Ability to think strategically about complex issues, leading to thoughtful recommendations and action plans.
• Exceptional interpersonal skills and aptitude for forging trusting relationships across diverse, cross-functional teams.
• Conversant in go-to-market strategies and methodologies.
• Skilled in leading presentations and discussions with industry analysts, business, technical, and sales stakeholders.
• Excellent verbal and written communication skills; strong content marketer.
• Proven ability to prioritize and differentiate what matters from the noise, meeting deadlines without sacrificing quality.
• Growth mindset - someone who is not afraid to think big and take on risk.

What Canonical Offers:

• Learning and Development.
• Annual Compensation Review.
• Recognition Rewards.
• Annual Leave.
• Priority Pass for travel.
• Flexible working option.

Desired Candidate Profile

1. Product Positioning & Messaging

• Develop Product Messaging: Create clear and compelling product messaging that communicates the value proposition and differentiates the product from competitors.
• Target Audience Segmentation: Define and segment target audiences based on market research, customer personas, and behavior to tailor messaging to specific needs and pain points.
• Value Proposition: Articulate the unique benefits and features of the product to different stakeholders (customers, prospects, partners) in a way that resonates and compels action.
• Competitive Analysis: Conduct competitive analysis and market research to understand industry trends, competitor offerings, and customer preferences to refine product positioning.

2. Go-to-Market Strategy

• Launch Planning: Lead go-to-market (GTM) strategies and product launches, coordinating with cross-functional teams (product, sales, marketing, support) for smooth execution.
• Market Research: Conduct research to understand market needs, customer pain points, industry trends, and competitive landscapes to inform product positioning and GTM strategy.
• Sales Enablement: Provide the sales team with tools, training, and resources needed to effectively sell the product, including developing sales collateral, pitch decks, case studies, and competitive battlecards.
• Pricing Strategy: Work with product and finance teams to develop the right pricing strategy based on market research, customer willingness to pay, and competitor analysis.

3. Product Launch and Promotion

• Marketing Campaigns: Plan and execute marketing campaigns to promote the product, including email marketing, digital advertising, content marketing, webinars, and social media.
• Cross-Functional Collaboration: Collaborate with product management, engineering, and customer success teams to ensure that product features, updates, and benefits are communicated clearly and accurately to the market.
• Customer Testimonials and Case Studies: Collect customer feedback, success stories, and case studies to build credibility and support marketing efforts.
• Events and Webinars: Organize and lead product-related events, webinars, and trade show presentations to generate leads, build awareness, and engage with customers.

4. Customer & Market Insights

• Customer Feedback: Collect and analyze customer feedback through surveys, focus groups, and direct engagement to understand customer needs and refine product messaging and marketing strategies.
• Customer Success Collaboration: Work closely with the customer success team to understand customer pain points, challenges, and use cases to improve product messaging and content creation.
• Market Trends: Keep up-to-date with industry trends, emerging technologies, and competitive offerings to adapt the product’s positioning, messaging, and marketing efforts accordingly.

5. Metrics & Performance Tracking

• Measure Campaign Effectiveness: Track key performance indicators (KPIs) such as customer acquisition cost (CAC), conversion rates, lead generation, and ROI from product marketing campaigns.
• Customer Adoption & Retention: Monitor product adoption rates, customer engagement, and retention metrics to evaluate the success of marketing initiatives and refine strategies as needed.
• Sales & Revenue Impact: Analyze how product marketing activities contribute to revenue growth, sales targets, and overall business performance.

6. Content Creation & Management

• Content Development: Develop high-quality content such as blog posts, product videos, whitepapers, datasheets, and other marketing collateral to support product promotion.
• Content Strategy: Plan and implement content strategies that highlight the product's value and benefits to various customer segments, ensuring that content aligns with the buyer’s journey.
• Product Documentation: Collaborate with product and technical teams to ensure that product documentation, manuals, and FAQs are accurate and easy for customers to understand.